GTM Glossary · Motions & Plays
BANT Qualification
A qualification frame that checks Budget, Authority, Need, and Timing before an opportunity enters the pipeline.
[01]What It Means
BANT asks whether money exists, whether your contact can commit it or reach who can, whether the problem is real and owned, and whether there is a date that forces a decision. In European enterprise deals, Authority is rarely one person, so the honest version maps the buying group.
[02]Why It Matters
It is the cheapest filter available. Applied before a meeting is handed to an AE, it protects the most expensive resource in the company – senior selling time – and makes forecast categories mean something.
[03]Where It Goes Wrong
Treating BANT as a checkbox exercise completed by the rep rather than confirmed by the buyer.Disqualifying on budget too early in markets where budget is created after a business case.Using BANT alone in complex deals, where the metrics and champion of MEDDIC matter more.
[04]Related Terms